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首页> 外文期刊>Journal of product innovation management >Linking Innovation to Design: Consumer Responses to Visual Product Newness
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Linking Innovation to Design: Consumer Responses to Visual Product Newness

机译：将创新与设计联系起来：消费者对视觉产品新颖性的反应

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摘要

In recent years, researchers have begun to recognize the central role that visual design plays in successful marketing efforts. However, little research has effectively bridged the gap between product innovation and visual design. Before consumers can judge the competitive newness of a product based on its functionality, they first encounter its visual form. Therefore, both innovation researchers and product managers need to be aware of the impact that visual design can have in communicating product newness. In the present work, two studies are described that examine consumers' responses to visual product newness. The first study explores the ability of consumers to recognize and assess product newness using visual design cues and then examines the basis on which these evaluations are made. The second study examines the cognitive and affective reactions that are engendered by exposure to products that are high in visual product newness.
机译：近年来，研究人员开始认识到视觉设计在成功的营销工作中所起的核心作用。但是，很少有研究有效地弥合了产品创新与视觉设计之间的鸿沟。在消费者可以根据其功能判断产品的竞争性新颖性之前，他们首先会遇到其视觉形式。因此，创新研究人员和产品经理都需要意识到视觉设计对传达产品新颖性的影响。在当前的工作中，描述了两项研究，以检验消费者对视觉产品新颖性的反应。第一项研究探索了消费者使用视觉设计线索识别和评估产品新颖性的能力，然后研究了进行这些评估的基础。第二项研究考察了暴露于视觉产品新颖性较高的产品中引起的认知和情感反应。

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  • 来源
    《Journal of product innovation management》 |2011年第s1期|p.208-220|共13页
  • 作者

    Scott K. Radford; Peter H. Bloch;

  • 作者单位

    Haskayne School of Business, University of Calgary, Calgary, Alberta Canada T2N 1N4;

    Trulaske College of Business. He studied at the University of Texas and has previously taught at the University of Massachusetts and Louisiana State University;

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